The document outlines a marketing plan for Chips Ahoy! cookies to address declining sales. It identifies issues like the brand not meeting dietary needs. The objective is to create innovative cookie versions that fit dietary restrictions. Strategies include developing gluten-free and low-sugar options. Tactics involve using shelf talkers, in-store sampling, and social media campaigns to promote the new products and alter perceptions of cookies being unhealthy. The goal is to enhance the brand image and increase sales by satisfying consumers' preferences.

2. Agenda

3. Issues Root Causes Problem Objective Strategies Tactics
Chips Ahoy! not fitting
dietary needs.
Nutrition Fact Shelf-
Talkers calling out
dietary facts
Not meeting specific
consumers in the target
market due to dietary
restrictions.
Create innovative
versions of the
chocolate chip cookie to
fit dietary needs
Standard cookies sales
are stagnant due to lack
of innovation and shift of
other brands to other
segments.
Improve use of displays
to bring awareness to
new versions
Consumers largely
regard cookies as an
indulgence.
Sales are down due to
failure of new innovative
products not satisfying the
consumer’s appetite and
dietary needs.
Increase sales through
enhancing the Chips Ahoy!
brand image and meeting
consumer preferences to
make a satisfied, happy
customer.
In-Store Sampling
Perception of basic,
simple chocolate chip
cookie is perceived with
low nutrition value.
Increase in-store brand
and new product
awareness.
Cookies are not a
healthy snacking
alternative.
Couponing
Healthy cookies
resonate with parents.
Point of Sale Callouts
Consumers unfamiliar
with the unique flavors
being created, therefore
unwilling to buy.
Alter customer
perception to create a
positive perception of
the chocolate chip
cookie.
New flavors not being
received well.
Online/ In-store Trivia
Contests
Unsure of the tastes of
new bizarre flavors.
Social Media/ Website
Campaigning

4. Category & Project Scope

5. Insights
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6. Segmentations
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Storebrand

7. Target Customers
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8. Business Problem

9. Positioning

10. Brand Strategy
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11. Brand Strategy

12. Marketing Objective

13. Marketing
Strategies

14. Create Innovative Versions of the
Chocolate
Chip Cookie to Fit Dietary Needs

15. Create Innovative Versions of the
Chocolate
Chip Cookie to Fit Dietary Needs

16. Increase In-store Brand and New
Product Awareness

17. Alter customer perception to create a
positive perception of the chocolate chip
cookie

18. Marketing Calendar

19. Thank You!

20. Appendix

21. Key Learning & Implications
● Consumers/Customers
i. 3 categories of snackers: Super (4+/day), Average
(2-3/day), Infrequent (0-1/day). Super snackers are
drawn to both health and indulgence, average snackers
are drawn to healthier options, infrequent snackers also
value healthier options and look to c-stores as a main
source.
ii. Households with children under 17
iii. Nearly ⅔ of consumers (63%) consume snack bars
(defined as cereal and snack bars, such as Nutri-Grain,
and granola bars, such as Nature Valley)
● Categories
i. Cookies: standard brands, premium cookies, health
focused, private label
● Competitors
i. Oreo
ii. Keebler
iii. Girl Scout
iv. Other
● Channels
i. Supermarkets
ii. Warehouse clubs
iii. Discount stores
iv. C-store
● Company
i. Mondelēz International remains the dominant player
in the cookie category and continues to hold more than
1/3 of the market share; 39.9%
ii. In February 2014, Chips Ahoy was said to release 4
new flavors such as Root Beer Float, Mint Chocolate
Chip, Dulce De Leche, and Mocha Chunk and they are
now no longer available.
iii. Mondelez is hoping Chips Ahoy can be a leader in
the industrial switch to cage-free eggs. It is the goal of
the company to have all of their products made from
cage-free eggs by 2020.
● Context
i. Profitability depends on efficient operations,
effective marketing and strong sales force.

22. Value Positioning Map

23. Tactical Matrix
Strategies Create Innovative
Versions of the
Chocolate
Chip Cookie to Fit
Dietary Needs
Increase In-store
Brand and New
Product Awareness
Alter customer
perception to create a
positive perception of
the chocolate chip
cookie
Product Variations of the original
chocolate chip cookie
including gluten free,
low sugar, and dark
chocolate.
Increase health claims
on product highlighting
the new attributes to fit
dietary needs.
Strong focus placed on
highlighted attributes
showing the nutritional
value of the cookie,
proving it to be healthier
than other alternative
snacking options.
Distribution Institute new variations
in grocery and
convenience stores
aiming to be stocked in
the health food aisles to
reach new markets with
dietary restrictions.
Set up free tasting
tables to encourage in-
store sampling to try
before buying.
Offer insight to the
product attributes to
encourage participation
of trivia for free boxes of
new variations through
online and social media
campaigns.

24. Pricing Offer an affordably priced
specialty cookie compared
to the other specialty cookie
competitors.
Attach couponing for
discounts to the in-store
sampling to encourage
consumer testing of new
product variations.
Encourage consumer
participation on social media
sites and online to win a
coupon for a free box of the
new variations.
Merchandising Set up temporary displays
and shelf talkers in stores to
promote new product lines.
Use of in-store demoing to
promote new products and
attributes.
Integrate point of sale in-
store calling out the new
products and pointing their
healthy attributes.
Advertising Share facts and figures
regarding the new attributes
to merchandise online the
new variations.
Advertise in-store samplings
through store website and
social media pages to
generate buzz in local area.
Establish social media
campaigns to promote new
products and engage
customers.
Promotion Promote new flavors with
specific emphasis on holiday
tie ins- including Dark
Chocolate “DARK” side with
Halloween, Low Sugar at the
New Year and Gluten Free
in the summer to counteract
the other timeframes.
Work with the stores to
promote on a larger scale to
create an event around the
launch of these new flavors,
attaching them to the
Halloween, New Year, and
Summer timeframes.
Cross-merchandise and
partner with online “do it
yourself” recipe videos,
incorporating the new cookie
variations with ice cream
brands, etc. to make
homemade ice cream
sandwiches for the summer,
or cookie cakes for a party.

25. Marketing Budget Simulation

26. Tactical Briefing & Project Work
Schedule
Step 1 Step 2 Step 3 Step 4
Strategy 1- Tactic : Differentiate Packaging
Create a new label design for each new product X
Manufacture products with new labels X
Make sure new product packaging gets delivered to all retail locations X
Merchandise products in-store X
Strategy 2 - Tactic: In-store sampling
Decide what products to sample X
Decide what stores will be sampling X
Hire people to do the sampling demo’s in the select locations X
Set up cart/stand with signage to engage the customers X

27. Bibliography
● "7 Proven Health Benefits of Dark Chocolate (No. 5 Is Best)." RSS 20. N.p., 05 June 2013. Web. 25 Apr. 2016.
● "Health A Strong Impact on Snacking Behavior." Mintel Academic, n.d. Web. 25 Apr. 2016.
<http://academic.mintel.com/display/735234/>.
● "Mondelez Sales Improve, as Kellogg's Slip." Mintel Academic, n.d. Web. 25 Apr. 2016.
<http://academic.mintel.com/display/749370/?highlight>.
● "Mondelez to Use Only Cage-free Eggs by 2020." Chicagotribune.com. N.p., n.d. Web. 25 Apr. 2016.
● "Snacking Motivations and Attitudes." Mintel Academic, n.d. Web. 25 Apr. 2016.
<http://academic.mintel.com/display/735236/>.
● "Supermarkets Most Often Shopped, Room for Growth in Convenience Stores." Mintel Academic, n.d. Web. 25 Apr. 2016.
<http://academic.mintel.com/display/735230/>.